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Poor e-mail marketing is a customer turn-off
E-marketing failures cause resentment among online consumers.

By Suzanna Bain

16 January 2013

Poor email marketing is likely to make consumers resentful, new research suggests.

The majority of consumers (75 per cent) say being bombarded with emails causes them to resent companies and brands, according to a YouGov survey for Emailvision.

Meanwhile, 71 per cent say they end up feeling this way because of unsolicited messages.

Other factors likely to cause resentment among consumers include listing their name incorrectly (50 per cent) and getting their gender wrong (40 per cent).

However, 40 per cent of consumers are reluctant to share personal details with companies even if it means receiving tailored communications and better-targeted offers, with the figure rising to 49 per cent among over-55s.

“When a customer purchases from your in-store business they give you money in exchange for a product or service. When a visitor interacts with your online business, they are giving you their data in exchange for a relevant experience with your brand," says Neil Hamilton, director of Emailvision.

"If a business doesn’t choose to make use of this data correctly, they are missing out on important knowledge that could positively or negatively impact business for years to come, so it’s imperative a customer never becomes ‘just a number’, even in a database of millions," he continues.

"Technology enables all businesses to treat their customers to a personalised experience across multiple sales channels,” he concludes.

There is, however, a small percentage of online consumers who seem willing to overshare, as eight per cent of consumers online will go as far as to share their underwear size in exchange for better targeted offers from a brand.

  • Emailvision specialises in relationship marketing and customer intelligence.
 
 
 
 
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